Many companies take a similar attitude towards growing their
export sales. They dream of glory, put a
little extra effort into sales (attend a conference or exhibition, send some
mailshots, go on a trade mission, sign up a couple of partners) and then draw up beautiful spread-sheets showing all the extra sales they expect to reap. If only it was that easy.
Winning consistently at sales requires similar dedication to
winning at sports.
First, you need to understand and research your chosen export
markets before you set your targets. Do
I have the talent and when/where - given the competition and my capabilities - can
I maximise my opportunity for winning (“the goal”)?
Then, you need to create a strategy for achieving your goals
(“the game plan”), structure your organisation to win those sales (“the
training”) and, finally, you need to execute to win (“the medals”). And this execution needs to be consistent and
persistent – you don’t win with an odd bit of effort here and there.
As my young daughter will no doubt find out over time, a
little bit of extra gymnastics effort is never going to yield Olympic
glory. Don’t make the same mistake with
your sales plans – either expanding here or abroad – or you’ll just waste your
time (and money).
Geraldine Fusciardi
